Maximising Benzac's brand awareness through an integrated marketing campaign

3
Benzac Brand Vision – 3 years…
• To create a strong OTC range capturing the self-select teen pimple/spot
sufferers
• Focus on a consumer approach, leveraging expertise in dermatology
• Expand brand to include complimentary cleansers, moisturisers,
spot-treatments etc
• Phase 1: Re-launch the brand with current line-up, to improve brand
awareness, relevance and appeal - 2013
• Phase 2: Line extend the brand into other product formats and evolve
brand awareness, relevance & appeal - 2014

4
Opportunity…
• Galderma have requested NMG develop a strategy for Benzac that will
drive brand awareness, relevance and appeal through all marketing
touch-points to deliver minimum 20% growth.
• Primary Target
• Male/Females 14-17 years old suffering from mild-moderate
pimples/spots
• Can be very cynical about products that overpromise
• Secondary target
• Mothers
• Purchasers of product

5
The campaign objectives are to…
• Develop a ‘brand personality‘ ownable to Benzac
• Capitalise on the no-fuss nature of the product
• Maintain Image of serious skincare and efficacy, recommended by
Health Care Professionals
• Don’t lose credibility
• The idea needs to be campaignable
• Through‐the‐line application and strong viral potential (Social media)
• Benzac purchasing still occurs mainly on an ‘as needed’ basis
• Whilst recent research indicated there was a directional increase in
the proportion of people who indicate it is an essential part of the
skincare regime, we need to grow this

6
Benzac should continue to capitalise on it’s strengths...
• Recent research concluded that POS and HCPs were both channels
where Benzac’s key brand strengths can be effectively communicated
• In-store exposure was seen as a dominant source of awareness
after a directional increase since 2010
• Pharmacist recommendation was also still very important

7
And cast the net wider...
• Research also found that:
• Friends & family were also a source of awareness and information
for our primary target market
• Further communications to this target should also assist in driving
brand awareness
• The internet has also changed the way we shop
• When consumers hear about a product today, their first reaction is
‘Let me search online for it’
• They go on a journey of discovery: about a product, a service,
an issue, an opportunity

8
Traditional 3-step ‘path to purchase’ model…

9
Zero moment of truth…
• ZMOT is a vital new addition to the classic three-step process of stimulus, shelf,
experience.
• For customers, it’s when they grab their computer, or another wired device to start
learning about a product or service they’re thinking about or start talking with their
family & friends

10
Zero moment of truth…
• 84% of shoppers use ZMOT sources in the path to purchase*
• 83% of mums do online research after seeing commercials for products that
interest them*
• The average shopper uses 10.4 sources of information to make a decision
• Up from 5.3 sources in 2010*
• For OTC Health, the average shopper uses 9.8 sources of information
• 78% of shoppers are influenced at ZMOT*
*Google/Shopper Sciences

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Zero moments of truth…
Talked with friends/family about the product, Searched online, Used a search engine,
Comparison shopped products online, Sought information from a product
brand/manufacturer website, Read product reviews or endorsements online, Sought
information from a retailer/store website, Read comments following an article/opinion
piece online, Became a friend/follower/”liked” a brand, Watched videos about product
online, Read/visited a blog that discussed product, Searched the web for information
with my mobile phone before shopping, Talked to a customer service representative
online, Saw product mentioned on a social networking website like Facebook, Received a
referral notice from a friend online, Commented on a product mentioned on a social
networking website like Facebook, Received a coupon or pricing information from
someone on a social networking site, Commented on a blog that discussed product,
Searched for a coupon with my mobile phone before shopping, Saw an ad/coupon sent to
my mobile phone, Looked for coupons on a retailer/store website, Received a text from a
brand/manufacturer on my mobile phone, Searched for a coupon with my mobile phone
in the store, Looked for coupons on a product brand/manufacturer website, Participated
in a chat or discussion online about product, Used my mobile phone to scan 2D
barcode/QR code in the store, Read/visited a forum/message board about product,
Talked to a customer service rep/salesperson via email, Commented on a forum/message
board about product

12
The business objectives of the new Benzac campaign include...
• Grow awareness of the Benzac brand
• Generate sales of Benzac
• Obtain high visitations to the Benzac website and social media channels
• Build a Benzac community
• Get in front of our targets ZMOT
• Facilitate a progression from the point of stimulus through ZMOT to
purchase
• Influence the customer journey
• Be found online when our customers are searching for us
• Anywhere and everywhere
• At ZMOT, it’s not enough just to know the questions people are asking
• We’ve got to answer them

13
02
How NMG will maximise the opportunity

14
The Benzac campaign must integrate a number of elements to
achieve the business objective…
Benzac campaign success
Digital /
Social
media
Experiential
/ Sampling
POS PRAdvertising

15
Our operation...
Development
Delivery
Strategy
Planning
Account
Service
Creative
Service
Digital
Experiential
Print
Management
Public
Relations
Event
Management
Graphic
Design
Sampling
Warehousing
Copywriting
Media
Planning
Through our capabilities and partners
NMG can deliver the entire value chain

16
NMG can leverage our capabilities to deliver a ‘fully’ integrated
campaign…
• Our Creative, PR, Digital and Experiential campaigns can compliment each
other
• Maximise PR opportunities
• Experiential can be used to generate PR angles
• Maximise social media opportunities
• PR can be fed into social media – bloggers, forums and Facebook
• Maximise experiential
• Social media can bring experiential to life – even when you are not
there
• Maximise brand awareness and equity with stakeholders
• Trade and Consumer
Consistency of message.

17
NMG will ensure all campaign elements work together to be more
than the sum of the individual parts…
•Press advertising will create awareness in the target market publications and encourage
the target market to purchase Benzac and join in the Benzac community
•Value adds provided by these publications will be used by PR.
Advertising
•In-store POS will promote Benzac through the channels where it is present, to encourage
new customers purchase and engage with the Benzac brand.POS
•Proactive PR will work with all media (online, press, magazine, radio and TV) to leverage
other campaign activities and to talk about the Benzac product with the targets
•PR will also include the use of a Community Manager to manage Facebook content
PR
•Experiential activations will provide the Benzac target customer to engage with the brand in
a fun way.Experiential
•NMG propose to utilise additional online tools that will further leverage a Benzac
community – Website, Facebook, Youtube, Pinterest etc.Digital / Social media

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The Australian Journal of Pharmacy (AJP) awards celebrate the
most successful advertising ‘and’ PR campaigns...
In winning the 2011 AJP Award for
‘Best OTC Product or Device’ , NMG
demonstrated innovation and value to
health and wellbeing, as well as success
through pharmacy in terms of launch, sales
support, marketing and communication
with pharmacists and pharmacy assistants.
True campaign integration.

19
Integration also maximises your spend and time…

22
Benzac logo and packaging…
• The current Benzac AC logo and packaging are dated and lacks a
contemporary feel. It has the look of a sterile prescription medication,
which may in fact work in Benzac’s favour (efficacy) but may limit the
products widespread appeal.
• This is counteracting Benzac’s ability to compete directly with Proactiv and
less effective, yet slicker, supermarket brands such as Clean & Clear and
Clearasil
• Our aim is to maintain the credibility of the current packaging whilst
making it more contemporary and accessible.
• This includes the logo and the packaging design
• Benzac rather than Benzac AC?

34
Creative springboard (proposition)…
The quiet achiever
• Down to earth & honest
• Aware of overt marketing and repels the sell
• Inherent comfort in own skin
• Embraces uniqueness
• No flake, performs under pressure
• Intelligent, not easily lead, own code

35
Initial creative thought starters…
• Don’t try too hard
• Focus on core product benefits
• Honest, yet subtle
• Don’t compete directly with bigger, slicker brands
• No bells, no whistles, no contracts or ongoing credit card charges
• Just pimple cream that works
• Empower teens to make a choice at a time when they feel vulnerable

59
There are two potential targeting opportunities for Benzac and
it’s important we review each one to understand the impact on
the brand…
Mums
• The primary purchaser
• Wants the best for her child and the clinical packaging/look of
Benzac appeals to them
• Is not impacted by the celebrity based and slick messaging of
competitors
• However the big risk is positioning Benzac as the “uncool” acne
solution
• The one your mum chose for you!
• Engage her when we are least likely to impact Teens

60
There are two potential targeting opportunities for Benzac and
it’s important we review each one to understand the impact on
the brand…
Teens
• The end user
• Acne is a BIG issue for them
• They want results
• Making their own decisions in ever increasing areas of their lives
• Empower them to make the right decisions

61
If men are from Mars and women are from Venus this is only
exaggerated when it comes to teens…
The Boys
• Shy
• Closed
• Don’t want to appear soft
The Girls
• Open
• Sharing
• Discuss everything!

62
Our strategy is three-fold…
Mums
• Impact via in-store
promotion / PR
• Avoid dual
targetting with
Teens
Teen Females
• Primary focus for
paid media in 2013
• Connect via ‘their’
media avenues
Teen Males
• Impact via events
• Female influence
• Co-target for 2014
with tailored
message

63
Successful communication with teens is not only about media
investment weight, it is about identifying, infiltrating and activating
communication platforms & communities…
Peer groups dictate what’s hot
• Utilise their communities and facilitate sharing and personalisation
• Let them share their success
Technology is their lifeblood
• Be on their platforms
Entertainment is always on
• Need to keep content fresh or risk being overlooked and irrelevant
• Benzac has a great story to tell
• Efficacy and HCP recommendation

64
Successful communication with teens is not only about media
investment weight, it is about identifying, infiltrating and activating
communication platforms & communities…
Communicating is entertainment
• Help facilitate their appetite to communicate and share – educate,
inform and empower
Headliners
• Acknowledge that this generation have a mix and match approach
and feed them bite-size chunks of content
I’m the celebrity
• Acknowledge that coverage of an “event” is far greater than the
event itself
• Facilitate self-promotion
• Look at what “I” did with Benzac

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With the objectives of building awareness & product
understanding, we have a couple of media options…
Create a stand-alone teen campaign
• Ads purchased on a typical reach and frequency basis
• Extremely costly and likely mean we have to chose segments
(fragments) within the ‘diverse’ Teen market
Seek-out a platform or community to infiltrate with engaging, interactive
content
• We hit audience volume quickly and are able to introduce additional
elements as it suits us
• Face up to Summer
• Face up to your formal

66
The fast-track to awareness & credibility with teens is driven
through established communities…
• Rather than being definitive the following outlines a range of working
examples of how this approach could be brought to life and then coupled
with page advertising
• In this example we are using the ‘Dolly’ masthead
• Reader Road Test
• Dolly Doctor
• Dolly Model Search
• Youth Monitor
• Viewa
• We are open to exploring other options

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Next steps...
Agree on targeting priority and our go to market proposition
• Female teens as primary
• Males via events
• Co-targeting in 2014
• Mums via in-store POS / PR
Brief candidate media proprietors
• You’re an integral part of this process
Develop campaign framework including possible communication extensions
• TVC support activity
• Home and Away
• Neighbours

71
Methodology and approach…
NMG and our Social Media partner, Blackglass embrace best of breed
platforms and best practice in the market to set the client up for success from
Day 1.
As shown in the following slides, our methodology and approach is based on
four distinct yet key phases and if followed sets the client up for success.
The 4 key phases are:
• Observe
• Plan
• Engage
• Analyse

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Integrated approach - Steps 1 & 2…

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Competitors – Clean & Clear…
• Clean & Clear have established their position as one of the more active members on Facebook
out of the competitors.
• Their Facebook page currently has around 34,000 Likes and an engaged audience with a
metric of over 2,000 Talking About This.
• The Free Sample Tab allows users to fill a form and receive a free sample within 8 weeks.
• The Products tab gives a full description of each of their products (what it contains), it also
includes information on how it can improve the user’s skin, based on their current skin
condition.

74
Competitors – Proactiv Australia…
• With their long list of A-List celebrities, it is to no one’s surprise that Proactiv chose to display
images of their celebrities as part of their aesthetically-focused Facebook timeline.
• With 28,000 Likes and a Talking About This metric sitting at a mere 140 users, we have
concluded that their audience is not engaged in their page as the content is simply not
captivating their audience.
• As mentioned previously, their page currently boasts 5 Custom Tabs. 1 for their competition, a
form needs to be filled in order to be considered (name, address and email). Buy Proactiv,
which allows the fans to purchase the products via their Facebook page. Two Quizzes, one of
which does not work.

75
Integrated approach – Steps 3 & 4…

76
Benzac social media strategy & calendar...
• Social media strategy — First Step
• Baseline Activity — Community Management & Content Creation
• Strong tie-in with overall calendar of activities:
• Off-line
• Online
• Ongoing Campaigns
• Advocate Program
• Channels Mix
• Facebook
• YouTube
• Blog
• EDMs
• Campaign Based Activity
• 2/3 Campaigns in the next 12 months

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Benzac – 12 month plan...
• Benzac should approach social as an ongoing conversation, not a campaign
channel.
• Benzac’s Objectives for the next 12 Months:
*
1. Optimise the Benzac Facebook page.
2. Grow the number of Likes on Facebook.
3. Create a community of engaged fans.
4. Leverage the community for word of mouth (WOM) spread.
5. Increase sales through Facebook.
6. Increase visits to the website.
7. Increase ROI through Product Sampling and Reviews.

78
Content strategy…
• Blogging
• 1-2 articles per week on: skin care tips, application technique, facts
about acne, frequently asked questions, research results, etc.
• Key benefits
• Increase visibility in search engines (SEO)
• Increased Content for digital media
• Linkbait opportunities (incoming links from other site’s with SEO
benefits)
• Centralised position for interaction
• Integration with other Social Media platforms
• Inclusion in Google News
• Can be used in newsletters / email blasts

79
Infographics…
• Infographics are a great way to display
data in a visually appealing way. They can
represent an opportunity to convey
product benefits in an engaging and easy-
to-read way, particularly when integrated
within a content marketing plan or
campaign.
• Key benefits
• Brand reinforcement – consider the
viral nature of a well done
infographic: that alone can be
reason enough to develop one as
part of your content plan.
• Prospect engagement – when
purposefully placed in the hands of
your prospects and customers,
infographics can give your brand
and message a much greater reach
thanks to the high share-ability.

80
Content strategy…
Videos
• One of the most active age groups on
YouTube is the segment of users 18 and
under.
• For this reason, we strongly recommend
Benzac to setup a YT presence and
create content that can be easily found
by the audience. An active presence on
one of the most visited sites in Australia
will allow Benzac to showcase its
products and their benefit, while also
providing video tips on topics such as:
• Skin Care
• How to use Benzac Products
• Make Up tips — targeted to the female
audience
• Experts’ Advice — Doctors, not
celebrities

81
Advocate program…
• We think the Free Sample initiative conducted by Clean & Clear is a clever
one, but we also believe we do so much more. Is to let our audience try
our products for free and then reward them every time they review one of
the products.
• The rewards can than be used to buy the full product at a discounted rate.
This will provide Benzac with true ROI on every single sample given out.

82
Advocate program…
This ongoing campaign will be brought to life using a mix of channels:
• Microsite + Blog
• This will be at the core of the strategy. Users can create an account, fill
a form and apply to receive their free samples. Once the products
have been tested, users can login back into the site and review the
products. Reviews can be provided in the form of star-rating, text
and/or video.
• Facebook
• A Custom Facebook Tab will prompt users to Like the page to get
access to Free Product Samples. A form, connected to that of the
microsite, will ask them to register and go through the process
outlined above.
• YouTube
• We recommend creating a YouTube channel that collects all of the
User Generated Content under different playlists. The benefit of doing
so will be huge in terms of social

83
Benzac social media channels mix…

84
Benzac campaigns…
Why should people engage with Benzac?
• Giving your target audience an incentive to join your Facebook page should kick-start the
process of building your social community. For instance, “Like our page and receive samples
and an information pack from us.”
Minor Campaign — Your Skin, Your Story
• Our community knows the effectiveness of Benzac’s products. That’s why we want to ask
them to share how Benzac’s has helped them not only with their acne problems but also in
re-gaining confidence. We want to run a short essay campaign where we’ll ask our target
audience to submit their story for a chance to win. As the subject can be sensitive for some,
users will be able to enter anonymously. All of the entrants will be asked to opt-in into our
email newsletter through which they’ll receive special offers and discounts to foster sales and
ROI on the social media activity.
Major Campaign – Face The Facts
• A Quiz Giveaway Campaign that focuses on educating Benzac’s customers on the benefits of
using Benzac products while also providing tips on how to maintain clean skin, in order to
prevent an acne outbreak. The Quiz will have a mix of quirky questions on engaging facts (i.e.:
how many times does a person touches his/her face a day) and questions on personal skin
care. The aim is to engage the audience and, at the same time, educate our customer and
prospects on the products the best suit them.

85

86

88
The target market...
The PR strategy will target two core target markets and communication will be
directed to the publications suited to these groups.
Teens
14-17yrs
Parents of teens
35 – 54 yrs
Magazines
Websites
Blogs
Social Media
Street Press
Magazines
Websites
Blogs
Social Media
Newspapers

89
Objectives of Benzac PR strategy...
• To launch and communicate the benefits of Benzac as an acne
treatment and support the Creative campaign with editorial
opportunities
• To promote Benzac as the No.1 pharmacy topical acne treatment
• To build Benzac’s brand positioning and personality
• To reinforce Benzac’s medical positioning
• To be known as the trusted acne treatment
• To generate media and spokesperson opportunities by leveraging Dr
Anne O’Neill’s expertise
• To make Benzac the ‘go-to’ acne treatment brand for all media
comments on teen skin and acne treatment stories
• To present both targets markets through media editorial with
appropriate key messages
• To empower teens to make the decision to use Benzac
• To engage mums of teens when we are least likely to impact teens

90
To achieve the PR objectives, NMG will use a proactive PR
strategy and will...
• Develop stories and pitch ideas that build brand awareness and increase
Benzac’s profile
• Position Benzac as a medically endorsed product
• Manage media relationships and represent Benzac
• Work with Benzac to address media opportunities
• Be proactive on behalf of Benzac to help meet strategic objectives
• Generate publicity and valuable “column centimetres”
• Pitch Dr Anne O’Neill as an expert to promote Benzac and increase the
efficacy of the product amongst consumers
• Leverage opportunities to cross promote Benzac
• Develop innovative PR opportunities
• Develop target market appropriate approaches and differentiating
messages to communicate to teens and their parents respectively
• Generate interest in Benzac by aligning the product with lifestyle situations
relevant to the target market

91
Benzac key messages – Mums...
To communicate Benzac and the benefits of the product to mums, the PR
strategy in line with the campaign will focus on the efficacy of the product
enforcing the message that Benzac is proven to reduce acne in teens:
• Benzac is the number 1 brand in the teen acne category
• Benzac is recommended by doctors and pharmacists
• Benzac is available in several strengths
• Benzac is an effective acne treatment, with strong professional
recommendations
• Benzac will help teens to reduce the appearance of acne and allow
parents to purchase a product that is reliable and effective
• Benzac will provide the best results for your child

92
Benzac media targets – Mums...
Women’s Interest/Fashion: Australian Women’s Weekly, New Idea, Woman’s Day, That’s Life, Take
5, Madison, Marie Claire
Health: Women’s Health & Fitness, Prevention, Nature & Health, Good Health, Health Smart,
Readers Digest, Better Health, Wellbeing
Parenting & Family Magazines: Family Circle, Australian House & Garden,
Online: The kids are alright, Lifestyle You, Younger You, primped.com.au, beautyheaven.com.au,
girl.com.au, adorebeauty.com.au, beautyandlace.com.au, bellasugar.com.au, femail.com.au,
stylingyou.com.au, prettyraw.com.au, dailygloss.com.au, iloveprettythings.com.au, she
said.com.au, bodyandsoul.com.au, rescu.com.au, itsmyhealth, etc
Newspapers & Supplements: Sunday Life, Sunday Magazine, Body & Soul, Metro nationally,
suburban and regional, Essential Kids, Good Weekend,
TV Programs: The Morning Show, Today Tonight, A Current Affair, Lifestyle YOU, The Project,
Sunrise, sixty minutes
Radio Programs: Morning chat shows, health and food shows
and opportunistic stories
Blogs: 2ue blog, parenting blogs, etc

93
Media release angles – Mums...
• The Bathroom Cabinet must-have
• Dr Anne shares her acne top tips…
• 95% of Benzac users see results from Benzac in just 3 months!
• Doctors orders!
• Acne affects more than 85% of all teenagers
• Benzac to the rescue
• Benzac – the No.1 pharmacy topical acne treatment
• Benzac – clinically proven breakthrough results and recommended by pharmacists
• Benzac helps you help your teens
• The onset of puberty can be a difficult time…Benzac can help

94
Benzac key messages – Teens...
For teens who develop acne, Benzac provides them with a solution. The PR
strategy (in line with the creative campaign) will communicate the following
key messages to teens:
• Benzac is an effective, medically endorsed acne treatment recommended by
doctors and pharmacists
• Benzac empowers teens to make the right decision to treat acne
• Benzac provides a solution for when acne develops and is present
• Three strengths' of Benzac ensure that teens can look after their acne
appropriately
• The choice is in the hands of the teens
• Face the facts with Benzac and choose a solution for clear skin
• Benzac provides teens with a clear and realistic picture of clear skin
• No celebrity endorsements or promises, just a realistic outcome of the results
when using Benzac
• Benzac allows teens to make acne into a small issue
• The success achieved from Benzac will allow teens to share this with their peer
groups
• Benzac will educate, inform and empower

95
Benzac media targets – Teens...
Fashion & Lifestyle: Girlfriend, Dolly, Shop til you drop, Rip it up, Vice, S-Press
Sport: Surfing Life, Surfing World, Slam, Waves
Street Press: Drum media, Rolling stones
Online: 2Threads, Pages Digital, reachout.com.au, beautyandlace.com.au
beautyheaven.com.au, Girl.com.au, She said, Sassy Bella, Pretty Is, Makeup Tips
Cookie Blog, Chloe Blue Blog, Miss Kitty Charms Blog, As Seen In
Radio: Today FM, Fitzy & Wippa, Nova, 96.1, The Dirt, Triple J

96
Media release angles – Teens...
• Don’t let a pimple ruin your day
• Bad face days are no more
• Dr Anne’s top tips for getting rid of pimples – fast!
• Psst, we’ve got a great secret to share with you…Benzac works!
• Catch it at the drop of a spot
• Skincare routines to make sure you shine
• Don’t want to be spotted out? Use Benzac for acne
• Look what “I” did with Benzac
• Got acne – get the facts!
• Take the three month challenge with Benzac
• Acne affects more than 85% of all teenagers
• Tough of acne, gentle on skin

97
Consumer press (magazines, newspapers, online, radio & TV)
PR actions to meet strategic objectives…
Actions
Actions
Media releases - Copy write and pitch a newsworthy media releases promoting Benzac as an effective acne
treatment, to key media – consumer magazines, newspapers, online, TV and radio. Media releases and outlets to
be appropriate to the 2 target markets –
Teen lifestyle, health & beauty pages in teen fashion and celebrity magazines and online websites
Parent - Parenting, lifestyle, family, health & beauty pages in parenting, lifestyle and family publications
All media releases will promote the Benzac spokesperson as being available for comment to communicate and
understand skin conditions and the benefits of using Benzac as an acne treatment
On an on-going basis, provide medical fact media releases with specifics and stats by Benzac to outline how teens
can benefit from using Benzac
Establish Benzac as experts and thought leaders in the reduction of acne via spokesperson opportunities
Increase media’s awareness of Benzac, making them the first point of call for stories on acne / skin conditions for
teens
Create lifestyle communication that appeals to teens to educate them on skin conditions / acne / treatments and
how to look after their skin should they get acne – provide them with an education

98
Consumer press (magazines, newspapers, online, radio & TV)
PR actions to meet strategic objectives…
Actions
Actions
Provide media with ‘snippets’ of information throughout the campaign, showing that Benzac really
understand teens and their skincare issues
Provide media with Benzac product and hi-res product images for product placement
Utilise expert comment / information about skin conditions / acne / treatment to communicate the
importance of Benzac, 3 strengths and no1 brand in the category
Arrange interview opportunities with teen targeted media to promote Benzac
Organise competitions with relevant and key print and online publications to increase awareness and
educate teens by engaging and incentivising interest, trial and purchase . Competition prizes to include
lifestyle/health/sport premiums such as rebel vouchers, skateboards, surfboards, rollerblades, etc
Generate trust with parents and their teens and create opportunities for trial and purchase
Joint brand initiatives - Align Benzac with like-minded and lifestyle brands to leverage opportunities to
capture the target market. Team up with brands such as BYS cosmetics for competitions, communications,
activities, etc

99
Consumer press (magazines, newspapers, online, radio
& TV) PR actions to meet strategic objectives…
Actions
Actions
Educate parents on overall skin care for their teens and where to go for help and advice - how to deal
with teens with acne, how to approach teens about using an acne solution, education on skin care from
an early age, etc
Develop an online parents zone/resource centre, where parents with teens with acne can share
thoughts, ideas, solutions and behaviours and provide them with the tools to deal with it sponsored by
Benzac. Use this online medium as a form of PR, to promote education and Benzac as a solution for
teen acne.
Partner with an existing online publication to create this resource – eg, Mamamia, iVillage, The kids are
alright
Take advantage of value-adds with Dolly magazine, and support all promotional activity undertaken with
Dolly with PR activities to extend the effectiveness of the campaign.

100
As part of the PR campaign, there will be opportunities to talk to the
Trade media…
Actions
Media release - Copy write and pitch a newsworthy media release promoting Benzac as an
effective acne treatment, to key media – consumer magazines, newspapers, online, TV and radio.
Meet with the editors of the trade publications for one on one consultations with a Benzac
spokesperson providing the trade with the opportunity to ask an expert questions
Establish Benzac as the first point of call for expert comment on teen acne
Generate trade news stories on retail sales, point of sale, leadership positioning and other
significant facts/data to generate interest from trade publications

101
Some of the Trade PR media themes that will be utilised to
maximise Benzac media exposure...
• Benzac tackles acne straight on
• What every bathroom should have
• Dr Anne helps advise teens on acne and pimple treatments
• Statistics show that 95% of Benzac users see results from Benzac in just 3
months!
• Acne affects more than 85% of all teenagers, making the acne business a
big business…
• Benzac has clinically proven breakthrough results
• Benzac is the No.1 pharmacy topical acne treatment and sales continue to
grow
• Benzac launches their new creative campaign

102
Trade titles...
Pharmacy: Pharmacy Daily, Pharmacy News, Esprit, Australian
Journal of Pharmacy, Post Script, ITK, Contact, etc

104
Experiential and sampling activations can take Benzac
to the consumer and engage with them one on one…
• We have focussed on events that,
• Have high attendance
• Engage the entire teenage target market
• Males/Females
• Have the opportunity to leverage PR , social media and engage media
• Will assist in driving sales
• Can be integrated into the entire Benzac campaign

105
Possible sampling opportunities…
• Australian Open of Surfing
• February 16 - 24, 2013 Manly Beach NSW
• Mix the world's best surfers with action sports, music, art, fashion and
skateboarding all for free and all on Manly Beach and you get the
Australian Open of Surfing.
• The best of the Association of Surfing Professionals hits Manly Beach in
February for the country's biggest-ever action sports and youth culture
festival, the Australian Open of Surfing.
• The festival celebrates the best of Australian music, art and fashion with
skateboarding and ASP Pro and Junior surfing tournaments.
• 125,000 attendees

106
• Quiksilver Pro & Roxy Pro
• March 2 – 13, 2013 Gold Coast Qld.
• The Quiksilver Pro and Roxy Pro is a mobile event, with Snapper Rocks
serving as the primary venue, but utilising nearby Duranbah Beach,
Greenmount, Kirra, Burleigh Heads and as far north as Stradbroke Island
should conditions call for it.
• 100,000+ attendees

107
• Rip Curl Pro
• April19 – 30, 2013 Bells Beach Vic.
• This is no ordinary day at the beach.
• The ASP World Tour sees elite surfers competing on waves across the globe
for the title of World Champion.
• Watching these surfers master the waves is truly an amazing sight to see.
Plenty of sponsors are also on hand showing off the latest gear and hosting
chill-out parties after the event.
• Surfing action doesn't get any better than this
• 100,000+ attendees

109
Estimated cost*
Concept Development and Creative $
Advertising Development $
POS Development $
POS Production $
Packaging Development $
Online campaign $
Media $
Sampling $
Prizes $
PR, Blog & Community Management $
TOTAL $
Below are topline costs for the Benzac campaign as
recommended by NMG*…
* All costs are estimates only and can be refined upon further scoping of the project and determination of available resources. Social
media management and reporting to be scoped separately.

110
Estimated cost*
Online Strategy Development $
Website Development $
Facebook Page Development $
Facebook Page Optimisation $
YouTube Page Development $
Infographic Creation and Seeding $
Video Creation $
Monthly Email Newsletters $
Blog + Reviews program creation and maintenance $
Facebook Campaigns Creation $
Facebook Media Budget $
Facebook Media Management (20% of Media) $
Online Project Management & Reporting $
Below are online costs broken down by activity*…
* All costs are estimates only and can be refined upon further scoping of the project and determination of available resources. Social
media management and reporting to be scoped separately.

111
Estimated cost*
PR service fee $
Working with magazines, newspapers, online media & trade (& radio, television
when applicable)
Copy writing media release/s each month
Collating media lists appropriate to the media release angle
Distributing media release/s to all media outlets and pitching in stories with
editors/journalists
Following up media release/s
Actioning all follow up requests
Developing cross promotional and partnering opportunities
Researching promotional opportunities such as competitions in print media and/or
radio
Writing a PR Report for client outlining PR Activity, upcoming and current publicity
Online community management
Expenses -media monitoring, CD usage, couriers, printing, postage and stationary,
competition prizes sent to winners, as well as any out of pocket expenses associated
with meeting media.
$
Premiums/prizes for competitions are additional $
Below are PR costs and associated monthly activity…

113
09.1
Appendix: 1 – Product information

114
Product information…
A first-line over-the-counter treatment for mild to moderate acne
• Contains the active ingredient Benzoyl Peroxide
• Available from Pharmacy/Priceline stores
• Not available in grocery/mass outlets
Presents in different strengths:
• 2.5% (unscheduled)
• 5% (unscheduled)
• 10% (S2 – Pharmacy Medicine)
Presents in different formulations:
• Water-based gel (2.5%; 5% and 10%)
• Water-based wash (5% only)

115
Approved claims…
• Highly effective anti-bacterial action
• Reduces bacteria that cause acne by up to 94%¹
• Significantly reduces bacteria within 48 hours²
• No reduction in efficacy over years of use¹
• Unblocks pores
• It has a mild peeling (keratolytic) effect to help remove the follicle
plug³
• Unique Acrylates Copolymer Technology (AC)
• Removes excess oil³
• Unique Acrylates Copolymer Technology (AC)
• Releases glycerin which hydrates healthy skin³
Benzoyl peroxide 5% gel 1.Data on file 2.Bojar R.Cunliffe W, Holland K. The short term treatment of acne vulgaris with
benzoyl peroxide: effects on the surface and follicular cutaneous microflora BJD 1995; 32: 204-208. 3. Approved product
leaflet

116
Also part of the Cetaphil Clear Skin Acne Control Kit…

117
Brand perceptions…
• Benzac has strong efficacy & professional recommendation perceptions
• Very effective
• A brand that doctors and pharmacists recommend
• Benzac ’s perceptions of efficacy & pharmacist recommendation have
increased since 2010
• Consistent brand image on which to build equity

118
Competitors…
• Pharmacy brands with which Benzac competes include Oxy, Phisohex,
PanOxl and BrevOxl

119
Competitors…
• The main supermarket brands with which Benzac competes are Clearasil
and Clean & Clear
• Clearasil is perceived as being easy to use, available in a range of formats
and that it can be used everyday
• Clean & Clear is perceived as more gentle than other acne treatments as
well as that it can be used everyday

120
Benzac is a dominant player within the category…
• Whilst the Acne category is in decline -2% MAT , Benzac is the fastest
growing brand within the category at 4% MAT
• Benzac is also the dominant number 1 brand within the category with 41%
market share
• Benzac has 4 of the top 10 products within the category
• The top 10 products account for 72% of category value

121
Competitors…
• Proactiv is also a competitor
• Proactiv is marketed primarily via TV and celebrity endorsements
(Justin Bieber, Katy Perry etc.)
• It also promotes heavily via membership of it’s ActivMember club
• The active ingredient, like with Benzac, is Benzoyl Peroxide however
Proactiv claim that their Benzoyl Peroxide is more finely milled, so can
penetrate deep into the pore

122
Competitors…
• Through membership of it’s ActivMember Club Proactiv provides
continuous information and offers to their Proactiv community
• Doctors' Secrets Book
• Seasonal Catalogue
• www.myproactiv.com

123
09.2
Appendix: 2 - NMG Overview

124
Integrated communications agency
Who we are...
30 full time employees
Established in 1991
Client focussed

125
Excellence in execution
What we offer...
Senior account management
& creative personnel
Extensive experience

127
Some iconic ‘Health & Beauty’ partners...

128
We love working with No. 1 brands…
• Banana Boat – No. 1 in Sunscreen in Australia
• Bio – Oil – No. 1 Skincare product in Australia
• BYS – No. 1 in value Make-up brand in Australia
• Bio-Sculpture – No. 1 Gel nail brand in the world

129
09.3
Appendix: 3 - NMG media partner

132
Buying power of Australia’s largest media buyers…
Source:Nielsen

133
09.4
Appendix: 4 – Dolly ‘masthead’ media partnering
opportunities

134
Reader Road Test...
• Advertorial in diary format featuring a real girl representing the Dolly
audience over a number of months that demonstrates their experience
using the Benzac during her weekly routine
• May also include boy trouble, skin trouble, school activities and tests (to
keep this interesting and engaging)
• Highlight a free trial offer available in a leading Pharmacy chain for
demonstration with date and time details etc.
• To make Benzac the hero product, encourage readers to be in a
competition to trial the product and become the face of Benzac (appear
in Dolly in upcoming months)
• Ask readers to send in a photograph of a before and after and
answer why they should be featured in a photoshoot or video
• Online would run in conjunction with the launch, e.g. a home page
takeover for launch

136
Dolly Doctor...
• Dolly Doctor has been a credible source of information since the
magazine’s launch in 1970.
• Dolly Doctor usually contains a DPS on a specific monthly topic, followed
by Dolly Doctor Q&A: For Her, For Him, Love and Life. Opportunity to
sponsor this section and potentially align with skin issues therefore
encouraging use of Benzac
• Benzac’s Dr Anne O’Neill to become a guest along with the Dolly Doctor
• To integrate this cross platform, sponsor Dolly Doctor online in which we
can incorporate a dedicated section to discuss health, skin, etc...

138
Dolly Model Search...
• The Dolly Model Search returned in February this year
• Nationwide Roadshow in five capital cities.
• In 2013 the magazine, website and social media sites Facebook and
Twitter will be utilised to announce the Search.
• The magazine will have details on how to enter, event locations and
dates as well as Model Search related editorial with sponsor
inclusions.
• Dolly.com.au will house a Model Search online hub supplementing the in-
magazine coverage and Facebook and Twitter will be used as social
drivers to both the magazine and online hub, as well as announce up-to-
the-minute information.

139
Dolly Model Search...
• Following in the tradition of previous winners Miranda Kerr and Jess Hart, they’re
looking for more than just a pretty face
• As well as having great modelling potential, entrants will be judged on their
healthy attitude towards life – mentally, physically and spiritually
• The winner will be confident, well-rounded and able to hold their own in any
setting
• Entrants will also be assessed on their answers to questions about body image,
confidence and other issues relevant to teens
• They will become a spokesperson for the brands they represent as well as an
inspiration for teens nationwide
• Dolly will also encourage males and as well as females to enter for the first time
ever
• This will provide a great opportunity for Benzac to also capture the teen
male audience as well

140
Youth Monitor...
• The Dolly Youth Monitor has been tracking trends of Australia’s youth for
the past 20 years
• It offers insights into the mindset and behaivours of Australian teens
via 12 in-depth focus groups with teen girls aged 14-17 and an online
survey of more than 1,000 teen boys and girls
• As new trends and technologies evolve, so does the Youth Monitor with
the questions they ask readers and would allow Benzac to find out more
about their consumer in 2013 and beyond

141
Viewa...
• Generate awareness/ education through Viewa on all ads
• The magazine could also incentivise this through offering samples
and trials
• Viewa could also be incorporated through in store activations on POS

142
09.5
Appendix: 5 - Social Media Statistics

143
300MILLION PHOTOS
UPLOADED DAILY
901
MILLION USERS
500MILLION ACTIVE
MOBILE USERS
11MILLION ACTIVE
AUSTRALIAN USERS
80MILLION ACTIVE
MOBILE USERS
900THOUSAND NEW
USERS EVERY DAY
2.5MILLION ACTIVE
AUSTRALIAN USERS
60PHOTOS UPLOADED
EVERY SECOND
97%OF ALL PINTEREST
USERS ARE WOMEN
2BILLION CHECK-INS
AS OF APRIL 2012
60HRS OF VIDEO
ULOADED EVERY MIN
161
MILLION ACTIVE USERS
1TRILLION TOTAL
VIEWS IN 2011
2MILLION UNIQUE
AUSTRALIAN USERS
54MILLION USERS
LOG IN EVERY DAY
165
MILLION USERS

144
Social media usage by business category…

145
Facebook viral opportunities…
PAGE
AUDIENCE
FRIENDS OF FANS
INCREASED
AUDIENCE
DUE TO USERS
INTERACTIONS
(LIKES, COMMENTS)
11MFACEBOOK
USERS
It is essential for the
Facebook fan base to be
engaged with the Page, as
each action they make on
the Facebook page
appears in their News
Feeds for their own
network of friends to see,
increasing the viral spread
of the Page.

146
09.5.1
Appendix: 5.1 – Competitor social media analysis

147
Benzac competitor Facebook analysis…
• The following slides will show Benzac’s competitors within Facebook, and
were recorded during the period between 25/07 and 08/08.
• They will display Clean & Clear Australia and Proactiv Australia’s Facebook
performance.

148
34,338
28,025
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
FAN PAGE COMPARISON: TOTAL FANS
The chart above shows the total number of fans on their respective
Facebook pages. Clean & Clear with over 34,000 fans and Proactiv
Australia not far behind with just over 28,000.

149
Clean & Clear Australia dominate with 2% of their total number of fans,
who were engaged on their page during the recorded period
776
47
2%
0%
0%
1%
1%
2%
2%
3%
0
100
200
300
400
500
600
700
800
900
FanInteractions
FAN PAGE COMPARISON: TOTAL ENGAGEMENT
Total Engagement Engagement as % of Fans

150
It is apparent that Clean & Clear Australia dominated` the share of
engagement with 94% during the recorded period.
94%
6%
RELATIVE SHARE OF ENGAGEMENT
cleanandclearaustralia
proactivaus

151
‘People talking about this’ is the unique number of people who have
created a story about a page. According to facebook, 5% of the ‘People
talking about this’ is deemed to have a healthy engagement level on the
page.
• Clean & Clear Australia are currently at 5.5%.
Brand People talking
about This
Clean & Clear
Australia
1,895
Proactiv Australia 135

152
• Fan Likes has dominated Clean & Clear’s engagement detail, followed
by fan comments and posts.
• Proactiv’s engagement has been low, as it suggests in the chart above.
cleanandclearaustralia
proactivaus
ENGAGEMENT DETAILS COMPARISON
Fan Likes Fan Comments Fan Posts

153
• Clean & Clear’s average Likes per post stands at 335 with around 50
comments. Compared to Proactiv’s 2 and 1 respectively.
• Neither brands utilise bit.ly links to track people’s click activity.
335
2
50
10 0
0
50
100
150
200
250
300
350
400
AVERAGE RESPONSE PER POST
Likes per Post Comments per Post Clicks (bit.ly) per Post

154
09.6
Appendix 6 – NMG steps to building an online
community

155
Building a community…
• Benzac does not have a strong online presence (including social media)
locally
• Benzac needs to begin investing in an online strategy to build a quality
community around its customers
• As well as the provision of engaging and informational content, of primary
importance to Galderma in the implementation of the online strategy is;
• The mitigation of any risk – business, reputational
• How to integrate the social media channel into customer contact
points from a response perspective
Social media policy development.

156
Social media policy development...we can assist…
• For NMG to effectively manage social media engagement Benzac would
need to,
• Provide frequently asked questions and answers
• Agree on response SLA’s
• NMG would recommend
• Business hours within 3 hours
• Week nights - checked at 8.00pm, otherwise answered next business
day
• Weekends – checked at 12.00pm, 5.00pm and 8.00pm, otherwise
answered next business day
• Agree on tone and naming convention of responding person.
• Provide a contact that is available to answer questions (inside and outside
business hours).
• Develop SLA’s for answering questions.
• Agree on an escalation process for issues

157
Videos will be an effective and important way of demonstrating
the product benefits and building the brand…
• Professionally produced product demonstration as well as user-generated
videos will be a major component of the Benzac social media campaign
• Videos will be uploaded on a regular basis during the campaign to various
online channels including Facebook and YouTube.
• They will also be sent to KOL’s and influential blogs
• These videos will not only illustrate the efficacy of the products, the viral
nature of videos will be an effective way of allowing fans to interact with
Benzac, as well as promote the brand to their peers
“Consumers are beginning in a very real sense to own brands and
participate in their creation.”
A.G. Lafley, CEO and Chairman – Procter & Gamble

158
There are already many relevant conversations happening
about acne and skin care…
• These are about competitors and Benzac
• They are positive and negative
• We can track and identify these conversations
• We can track then by geography
• We can track them by customer
• These conversations can present opportunities to engage with
Benzac customers

159
Alysa + Darren + Arnold
Reputation is shifting from corporations to individuals.
The 3 Australians above have 478,000 followers on Twitter
– they reach more people than The Daily Telegraph
Defining characteristics of social media – fundamentally shifting the
way we communicate…
• User-generated
• Newest form of word-of-mouth
• Uncontrolled
• Open dialogue
• Collaborative
• Two-way
• Evolving
• Easily accessible
• Mobile & desktop
• Multimedia
• Personal
• Viral
• Permanent

160
We will help Benzac leverage these conversations by
developing a social media presence including Facebook and
YouTube…
• A follower base will be built on communications that reflect the Benzac brand
• The key is developing ‘engaging ‘content.
• NMG can help develop content about Benzac that will:
• Promote Benzac products
• Incentivise online advocates
• The content will include:
• Development of a Facebook Fan Page (using professional Facebook
development tools) to build an online community around Benzac
• A customised YouTube channel to get members talking and engaging
around skin care issues
• The ability to allow fans to sign up for a Benzac eNewsletter

161
We can monitor and develop reporting on the selected social media…
Monitoring
• Of identified sites
• Facebook and Twitter sites for correspondence volume and customer
sentiment
• Volume of correspondence
• Sentiment of the correspondence
• Trends in the correspondence – topics, people engaging, issues etc
Reporting
• Statistics and trends would be reported on throughout out the campaign

162
Interesting Statistics in 2011
1. Over 50% of the world’s population is under 30-years-old.
2. In 10 years over 40% of the Fortune 500 will no longer be here.
3. Australians are the number 1 consumers of Social Media in the World.
4. Facebook tops Google for weekly traffic in the U.S.
5. 1 in 5 couples meet online.
6. 1 in 5 divorces are blamed on Facebook.
7. What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
8. 2009 US Department of Education study revealed that on average, online students out performed those
receiving face-to-face instruction.
9. If Facebook were a country it would be the world’s 3rd largest and 2x the size of the U.S. population.
10. 80% of US companies now use social media for recruitment; 95% of these using LinkedIn.
We can help with community & content management…
• The Benzac ‘Community & Content Manager’ can work for a certain
amount of hours per month on the following key activities:
• Creating engaging content and managing Benzac social media
audience in a professional, yet down-to-earth way: listening and
then responding in an authentic, meaningful way.
• Accessing professional social media tools to monitor and engage.
• Use storytelling as a vital part of the Benzac brand, personality &
lifestyle experience.
• Establishing a human element to the Benzac brand business, as well
as thought leadership.
• Sharing what makes Benzac different and unique.
• Mastering EdgeRank for optimised Facebook viral results.
• This involvement in conversations will help to foster your current
community and activate new community members.

163
The importance of community management…
• Currently, 11% of Australia’s total Facebook users are aged between 13 and
17 (source: socialbakers.com), which roughly translates to +1 million
Facebook users Australia-wide, and this number is growing by the day.
With these numbers, surely Facebook is the perfect forum for Benzac to
engage with your audience on a social media capacity.
• We believe customer service is an essential aspect of managing a
community on social media. Particularly with a target audience that
includes teenagers aged between 13 and 17. Teenagers are very cynical
about products that over promise, therefore, effectively carrying out
community management is vital in showcasing Benzac’s results.

164
The importance of community management…
• Community management is also key in building engagement levels on the
page. A balanced approach in posting topic-related stories and unrelated-
stories should create a healthy engagement level. The mix in content is to
avoid the bombardment of the same type of information being delivered.
• Social media is all about sharing information between friends and peers.
Therefore, the content posted should relate to your audience and you
should encourage Benzac users to share their stories around the products.
• It is imperative to adopt a sound community management. This will not
only build trust around the brand, but it will also help in educating your
community on how to maintain healthy skin.

165
The Benzac online campaign will involve the following actions…
• Integration of the website, social media and PR
• Including identification and activation of key opinion leaders
• Development of campaign specific social media landing pages
• Proactive social media activities across a variety of channels
• An ongoing program of implementing engaging content
• Reactive responses to exceed customer expectations
• Monitoring of key opinion leaders and influential blogs
• Measurement of success

166
NMG strategic steps to create a social media presence…
Step Actions
1. Identify the social media operating guidelines -
response capability, SLA’s and staff usage
guidelines
a. Response capability could be an existing customer
service team
b. The SLA’s should be inline with existing guidelines
including escalation protocols
c. Staff usage guidelines for entire company
2. Establish a social media monitoring capability a. Initially monitoring is the responsibility of the response
teams
b. Reporting capability developed
3. Develop a social media presence – Facebook,
Twitter, LinkedIn, YouTube etc
a. Design the Facebook / Youtube presence for the
target audience (by brand)– trade, consumer etc
4. Identify influential bloggers, forums and
tweeters
a. Influential people identified for tracking and
communication.
b. Influential people engagement with strategy developed
and implemented
5. Build the follower base through communication
– proactive and reactive
a. Ongoing communication strategy developed and
implemented
i. reactive communication– what is to be
answered, tone, answering name convention
ii. proactive communication – content, tone,
frequency

167
09.7
Appendix 7 - Search engine marketing

168
Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
are very powerful online marketing tools that must also be
considered when developing an online strategy...
• Executed the right way these tools can ensure qualified and targeted lead
conversion and will not only increase brand awareness but will drive
qualified traffic into retail stores and ultimately increase sales
• 85% of internet users cite search engines as the primary method to find
websites*
• 93% of users don’t look further than the first 2 pages of search results*
• 33% of users believe companies found in the top search results are a major
brand in their specific product/service category*
*ewebmarketing.com.au

169
09.8
Appendix 8 - Online strategy development

170
Before we commit any money to particular marketing
channels - SEO, PPC, Social, Email or Affiliate we propose
to develop an online strategy...
• The important thing is we understand the goals you want to achieve in both the short
and long term, which could be branding, sales, database acquisition, community,
educational or most likely all of these...in stages...
• Company Background
• Online Marketing / Advertising Objective(s)
• Key message(s)
• Target Audience (demographic/psychographic/lifestyle/attitudinal description)
• Market coverage (regional / national)
• Major competitors
• Major goals of your site
• Major products you would like to push
• Details on other sites or partnerships that you have or would like to establish
• Any details about other domains and/or other sites you like
• Major keywords you would like to rank for

171
The main deliverable will be a very targeted online marketing plan
with both short & long term strategies and costs...
This would cover off the following:
• Overview and Summary
• Key Target Audiences
• Objectives and KPI's
• High Level Competitor Analysis
• Online Strategies
• Search Engine Optimisation
• Search Engine Marketing
• Social Media
• Best of Breed Examples
• Review of Pros and Cons
• Strategic Phases
• High Level Overview of Commercialisation Opportunities
• Key Partners - Channels to Market
• Definition of Success

172
09.9
Appendix: 9 - Sampling longevity strategies

173
Inform the target market…
• Notify the target market that an event involving sampling of Benzac will be
happening and invite them to attend (create a buzz before the event)
• Facebook posting
• Direct people to the dedicated Facebook tab
• Put an announcement on the wall of the Benzac site
• Send a Twitter message
• In both messages
• Encourage the people to do something to get a free Benzac sample
• Encourage people to bring a friend

174
Provide an interaction capability with the target market being
sampled…
• Sampling should be an event that encourages people to interact with the
event , learn about Benzac and be provided with a sample if appropriate
• Sampling event interactions could include
• Competitions
• Celebrity appearances
• Activities at the event
• Facebook photos
• Sessions where information is shared
• Skin care tips from a specialist

175
Be selective on who is provided with a sample…
• There are methods to be selective with samples, so that they ,
• Get into the hands of the correct people
• Are not wasted – given out to liberally.
• Methods to be selective include,
• Only providing samples to the target demographic
• Providing samples only to people that engage in the event
• People being provided with samples need to provide their personal
details

176
Capture the details of the people that interact with
the sampling event…
• By capturing the contact details of the people that interact
with the sampling event the longevity of the sampling event
can be extended through social media
• Methods to do this can include,
• Having a PC at the event that can be used capture people details at the
event
• Using QR codes on packaging and the event structure, that people can
interact with
• Having a competition where people need to provide their details to
enter

177
Continue to communicate with the sampled population…
• The implementation of an effective social media strategy (both proactive
and reactive) is vital for communication after the sampling event .
• This could include
• Continuing to conduct market research on those that are sampled
• This feedback could be useful for product development, competitor
tracking and PR story angles.
• Providing product offers to support retailers
• Competitions
• Providing content that is of interest, that keeps the target audience engaged.
• Offering recommend a friend promotions that can assist in tracking true
customer value
• A valuable customer is one that is loyal and purchasers regularly, but a
more valuable customer is one that is an influential advocate – one that is
loyal and purchases regularly but also recommends Benzac to others who
also become loyal and purchase regularly.

178
09.10
Appendix: 10 – NMG ‘Beauty & Healthcare’
portfolio...

179
Benzac - Clear Skin Acne Control Kit Campaign POS

180
Benzac – Priceline ‘I Feel Beautiful’ Campaign POS

182
Galderma – Cetaphil Advertising

183
Galderma – Cetaphil Winter Campaign

184
Cetaphil - Consumer and Trade Websites

185
Cetaphil - Eczema Awareness Week Campaign - 2011

186

187

190
Janssen-Cilag – Prezista and Intelence

192
Eli Lilly – Evista Campaign

197
Galderma – Cetaphil Media Luncheon with Dr Robert Rosen

198
09.11
Appendix: 11 – Blackglass case studies...

200
HTC…
• Blackglass was appointed as HTC Social Media Agency in April 2011. At the time, the
brand had a small Facebook Page with 8,000 Fans and the ambitious goal of growing
that community up to 200,000 fans in two year.

201
HTC…
Stream / Services used:
• Social:
• Strategy and Planning, Creative Concept, Application Development, Mobile,
Campaign Monitoring, Social Analytics and Reporting.
Objectives:
• Social:
• Launch a number of new handsets and create Social Media Campaigns that will
get users talking about the brand;
• Create relevant conversations and spark meaningful discussion through
Community Management;
• Increase Engagement, Likes, Word of Mouth & Newsletter Signups.
• eCommerce:
• Drive sales through the carriers’ websites from Facebook visits.
• Email Marketing:
• Increase Newsletter signups through Facebook.

204
One Phone a Day – Application flow…
Pre-Like Entry page ‘Thank you’ page

205
25,241
VISITS
23,201
LIKES
8,082
ENTRIES
92% 35%
• Users who visited the Be The One to DJ and Party application
• New Likes through the application landing page
• Users who entered the competition
The Like Rate of 92% is exceptional, especially if compared to the
industry average of 28%.

206
25,241
VISITS
8,082
ENTRIES
189,163
SENT INVITES
6,370
USERS SHARED ON
FACEBOOK
419
SHARED ON
TWITTER
9,337
REFERRAL VISITS
3,210
REFERRED
ENTRIES
32%
5%
79%
40% of Entries were generated through
Facebook Friends Invitations
647
STORY
COMMENTS
POTENTIAL REACH
+ 1,354,000 USERS
ESTIMATED REACH
+ 203,000 USERS
663
STORY LIKES
166
OPTUS
WALL
148
MTV
WALL
4,964
BLACKGLASS’SPO
NSORED PAGE
POSTS

207
Sources breakdown…
25,241
VISITS
4,964
SPONSORED
PAGE POSTS
9,337
FRIENDS’
INVITES
919
FACEBOOK SEND
BUTTON
2,132
USERS’ STORIES
148
MTV FACEBOOK
WALL
166
OPTUS
FACEBOOK
WALL
207
USERS’ TWEETS
135
HTC TWITTER
7,233
ORGANIC //
VIRAL

208
Sources breakdown contd…
• Given the competition mechanism, the highest source of visits was through
Facebook Friends Invites (37%).
• The second highest source was Organic traffic and Viral spread of the competition
(29%). It is hard to say exactly through which channels users landed on the Tab,
however, in our experience, these visits are usually generated through Page
navigation or interactions with Like Stories on a friend’s Timeline.
• The third highest source of visits (20%) were the Sponsored Page Posts Blackglass
optimised for the campaign.
• An example of Sponsored Page Posts can be seen below.
• Blackglass and Bite worked together on crafting the content for the Page Posts,
then Blackglass Social Search Team ran the Sponsored Posts so that
both Fans and non Fans had a much higher likelihood of seeing
the Post and entering the Campaign.

210
Campaign objectives and mechanism…
The Competition
• A social Facebook application for fans of
The Voice, integrated into a Custom Tab
application on Woolworths’ Facebook
page:
http://www.facebook.com/Woolworths
• Participants were invited to participate on
a Voice inspired game where they could
instantly win one of five double passes to
the finale of The Voice.
Objectives
• Generate awareness about Woolworths’
association with The Voice
• Increase page “Likes” and email database
signups.
• Drive Page engagement and daily active
users.

211
Campaign results…
3,523
SIGNUPS
16,692
ENGAGED USERS (UNIQUE)
3,235
NEW LIKES
121,834
VIRAL REACH (UNIQUE)
--
PAID REACH (UNIQUE)
85,112
ORGANIC REACH (UNIQUE)

212
Facebook Application Conversion: Visits -> Sign-ups…
10,504
UNIQUE
VISITS
3,523
Entries
2,234
RETURNING
FANS
• Unique users who visited the application
Total number of entries
Breakdown of entries
33.5%
1289
NEW FANS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Male 19%
Female 80%
Entrants Demographics
13-17
18-24
25-34
35-44
45-54
55+

213
Application usage funnel…
10,504
VISITS
3,523
ENTRIES
358
SENT
INVITES
153
STORIES
PUBLISHED
45
SHARED
ON
TWITTER
1539
REFERRED
VISITS
258
REFERRED
ENTRIES
ESTIMATED REACH
+ 91,600 UNIQUE USERS*
25
STORY
LIKES
49
STORY
CLICKS
This statistic is calculated taking into account that every Facebook user
has 200 friends on average. Hence, every single story published (Page
Likes, Shares, Story Likes and Comments) could be seen by 200 users.
However, our estimate is adjusted taking into account that only 13% of a
user’s connections will be reached by these stories.
POTENTIAL REACH
+ 704,600 UNIQUE USERS*

214
Top conversion sources…
* This includes all
referrals through all
channels – invitations,
Facebook shares, email
& twitter
3,523
Signups
1948
Wall Post
(08/06)
710
Wall Post
(12/06)
347
User
Referrals*
136
Promo
Tile
131
Nine MSN
251
Other

216
Woolworths case study…
Stream / Services used:
• Social
• Strategy and Planning
• Creative Concept
• Application Development
• Usability Testing
• Campaign Monitoring
• Analytics and Reporting.
Objectives
• Create competition to drive likes and engagement to the Woolworth’s Facebook
page as well as increase email database signups.
Results
• 311% increase in page Likes with 23,987 new Likes (11,376 to 35,363) in 2 weeks.
• Increased daily active users on the Woolworths Facebook page by 300%.
• 19,228 competition entries & emails added to the database in 2 weeks.

217
Win 1 of 3 iPods Daily Competition – Likes & Engagement…
The increase in page Likes has helped increase the engagement on the Woolworths Facebook
page.
The more daily active users, the more News Feed events are generated and the higher the
Campaign Reach.

218
Case Study — Woolworths Facebook…
Pre-Like Entry page w/ Live
Counter
‘Thank you’ page
The competition kicked off on Nov. 16th and generated close to 25,000 entries within two weeks.

219
Woolworths Competition: 16/11/11 - 29/11/11…
64,663
VISITS
19,228
ENTRIES
6,128
RETURNING
USERS
31.9% of entrants
returned to check the
counter
9,692
SENT
INVITES
3,061
SHARED ON
FACEBOOK
401
SHARED
ON
TWITTER
14,090
REFERRED
VISITS
2,810
REFERRED
ENTRIES
234
LIKES
29.7%
2%
31.9%
15.9%
50.4%
14.6% of entries were
referred entries
137
COMMENTS
ESTIMATED REACH
+ 685,000 FACEBOOK USERS

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